One Hobby. One Site. Built to Win.
Overview
WeTheHobby is a Rochester, NY-based collectibles company built around community, live breaks, daily entertainment streams, and a brick-and-mortar shop in the middle of the Neighborhood of the Arts.
By the time they came to Linden, they were already a thriving, well-established name in the hobby, but their two disconnected websites weren’t keeping pace with that success. Between live streams on Whatnot and Fanatics, a growing podcast, in-house grading and buyback services, community events, and a physical storefront, WeTheHobby was doing far more than either site let on.
We partnered with them to consolidate both properties into a single Shopify site that could finally reflect the full scope of their business.
Objectives
WeTheHobby needed a website that matched the size and success of the brand they’d built. Their e-commerce site had a thin product catalog, was hard to navigate, and was converting almost no sales. Their info site had solid content (events, their retail store, their services) but no consistent structure to tie it together, and neither site came close to showcasing everything WeTheHobby actually does for the hobby community.
Our objective was to unify both sites into one Shopify build, expand their product line into merch and card supplies, and give this already-thriving company a digital presence as ambitious as the business itself.
Challenges
- Merging two sites with different content types (informational pages vs. product catalog) into one coherent structure
- Expanding a thin product catalog into a real merch and supplies line without losing focus on the core hobby audience
- Designing navigation that could serve both community-minded visitors (events, podcast, live streams) and shoppers
A Home Base for the Hobby
The Solution
We rebuilt WeTheHobby’s website from the ground up on Shopify, merging their information and e-commerce sites into a single destination. The new site houses everything—live stream schedules, event listings, their Rochester store, PSA/CGC grading and buyback services, the Insights blog, The Hobby Never Sleeps podcast—alongside a fully built-out shop and user registration. We expanded their product catalog well beyond where it started, adding apparel, merch collections, and card supplies, and gave the whole site a clear, consistent navigation structure so visitors always know where to go next.
Benefit #1: One site, one brand
No more splitting traffic and trust between two disconnected properties. Every touchpoint now lives under one roof.
Benefit #2: A real product catalog
Expanding into merch and card supplies gave visitors actual reasons to shop, not just a handful of thin listings.
Benefit #3: Built for how their audience already behaves
Live streams, podcast episodes, events, and community content sit right alongside the shop, so engaged fans convert into customers without leaving the ecosystem.
Benefit #4: Consistent navigation and structure
A clear site architecture replaced the old patchwork, guiding visitors from content to checkout.
Results that beat the goal.
Our proposed goal for consolidating the sites on Shopify was to immediately drive 4,250 monthly e-commerce visitors and $8,494 in monthly revenue. Looking at their three month average from post launch, WeTheHobby is pulling in nearly 3x the target of visitors and well over 2.5x the revenue goal.
📈
Monthly e-commerce visits up to ~11,785,
against a goal of 4,250
🛒
Monthly revenue up to ~$22,620,
against a goal of $8,494
💻
A single, scalable Shopify platform that can grow with new product lines and content
The Linden team is not only a pleasure to work with, but also highly effective in guiding us toward the promised land.
Let's talk about you.
Chat with one of our strategists so we can get to know each other.
We can’t wait to meet you!
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